You've heard us beat this drum before: marketing to multicultural consumers is vital because by 2050 white consumers are predicted to be the minority. But depending on who you ask, the future is now. The white population is already the minority in nearly every major metro area in the US, according to Ethnifacts, a multicultural research firm that has worked with Beam, Deutsch Family, WSWA, Moet Hennessy and Glazer's among many others. "Looking at the total US and saying 'This is going to happen some day.' is a real misnomer because it's already happened," Ethnifacts chief Mike Lakusta tells WSD.